One thing that all industries have in common is their need for the public’s trust. Unfortunately, this year’s Edelman’s Trust Barometer [pdf] shows that while the public still trusts business in general to do the right thing, that trust has declined across all...
CSR & Environmental Articles
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Should Brands Brag About Doing Good?
Consumers may want companies to have a commitment to social issues, but they don't necessarily want to hear about it. Indeed, US consumers are more likely to believe that brands are trying too hard to look like they care about CSR issues (42%) than they are to like it...
The Building Blocks of Consumer Trust in Brands
The majority of Americans say they do not have much (29%) or any (25%) trust that corporate America will do what is right. Yet about three-quarters (74%) say they trust individual brands to deliver consistently on what they promise, and more than half say that a brand...
Consumers Find It Harder to Trust Companies – But Are They Being Hypocritical?
More than two-thirds (67%) of adults from across the globe say they have higher expectations for brands than they did in the past, with 7 in 10 US consumers (71%) saying that poor customer service frustrates them more than it used to. These higher expectations go...
In What Areas Do Digital Commerce Leaders Think They Can Beat Amazon?
Nearly 3 in 5 (57%) digital commerce senior decision-makers see Amazon as a barrier to the growth of their organization’s, with 56% saying they believe that the industry would be better off without the e-commerce giant. Yet although one-third (34%) of digital commerce...
Consumers Are Skeptical When Brands Take A Stand. How Can They Boost Credibility?
Consumers respond favorably to businesses that are not only driven by growth but also focus on impacting societal issues in a positive manner. And while 7 in 10 of the more than 1,500 consumers surveyed for a report from Sprout Social say they think it’s important for...
Affluents Are Willing and Able Influencers
Prior to making a purchase, many Americans look for the advice of others before forking out their hard-earned dollars. Many seek the opinions of friends or family members first, while others look to online influencers. And chances are they'll be more likely to look at...
Kids Say Their Purchase Decisions Are Swayed More by Social Media Influencers Than by Family
The amount of money spent advertising to kids has been steadily rising in recent years, with digital channels take an increasing role. Among those digital channels is social media - and a recent study [download page] of more than 4,000 kids between the ages of...
Consumers Say That Diversity in Advertising Has An Impact on Them
Six in 10 US consumers believe that diversity in advertising is important. Added to that, showing diversity in advertising can also lead to trust: almost 4 in 10 respondents from the more than 1,000 adults surveyed [download page] by Adobe say they are more likely to...
Consumer Trust in Brand Message Grows With Increased Exposure
Brands cannot live on a good reputation alone; they need to earn consumers’ trust. Analysis in a new report [pdf] from Edelman shows that while two-thirds (67%) of global consumers say that while a good reputation will inspire them to try a product, they will stop...
Brand Trust Is Becoming More Important: Here Are Some Key Stats And Themes
As the wealth gap between affluent Americans and the rest widens, one-third (33%) of American consumers say trusting a brand is important because they are struggling financially and cannot afford to waste any money on a bad purchase. That figure comes from the latest...
What Constitutes Unethical Marketing?
An overwhelming majority (92%) of marketers consider themselves to be ethical, according to research [pdf] released by Phrasee. But the same research also reveals that one-quarter have been pressured to use unethical marketing tactics at work. Consumers tend to have a...
9 in 10 US Adults Now Own A Smartphone
There have been marked increases in smartphone ownership among older adults and Hispanic adults.
Amazon Fares Well in Latest Annual Brand Health Rankings
Tech brands dominated the most improved list for 2023.
Video’s A Key Tool for Engaging Technical Buyers
Almost all technical buyers watch work-related videos, and they seem to be spending more time doing so.
Marketers Are Adjusting Their Brand vs. Performance Budgets Amid Economic Woes
Marketers expect the economic recession to have a significant impact on their strategies next year.
Of All Their Worries, CMOs and Brand Managers Are Most Concerned with ROI
Virtually all say that ROI/ROMI is something that keeps them up at night.
More Consumers Expect CEOs to Take A Stand on Issues. Which Ones are Most Important?
People want CEOs to take care of their employees and prioritize them over shareholders.